Increasing Marketing Efficiency by Identifying Key Industry Trends
In today’s U.S. new vehicle industry, with more than forty brands, over 300 models, and millions of potential vehicle configurations, it is incumbent on marketers to be aware of the underlying industry dynamics and how they both influence and reflect buying behavior. This IHS Markit presentation will focus on several data-driven insights into changes at the manufacturer, segment, brand, and model levels. Topics that will be addressed include continued increases in both brand and model loyalty and how to efficiently conquest in such an environment, the changing SUV landscape, the opportunities afforded by the hundreds of thousands of current “orphan” owners, and the evolving luxury landscape including its relationship with the mainstream market.
Presenter: Tom Libby, Automotive Loyalty Principal, IHS Markit
Mr. Libby serves as Loyalty Principal at IHS Markit, focusing on the U.S. new and used vehicle industries. In this role he provides data and analysis to several automotive clients, and he also gives industry insight, data and commentary to the media. He has more than 25 years of experience in sales, marketing, and industry analysis in the U.S. new and used vehicle markets, including more than a decade with Ford Motor Company and thirteen years with another automotive market research firm. Mr. Libby has served as President (twice) and a member of the Board of Directors of the Society of Automotive Analysts. He holds a Bachelor of Arts in history from Amherst College and an MBA in marketing from Columbia University. He has also served as an Adjunct Professor of Market Research at Pepperdine University.